Monday, November 21, 2016

Monday Mashups: Taco Bell, A Lifestyle Brand

In case you missed it, Taco Bell is taking The Strip by storm. Yes, the same Las Vegas Strip that houses the Thunder Down Under and the legendary Ms. Britney Spears, is now home to Taco Bell's 24-hour "flagship destination". With dedicated DJ booths, a retail store, VIP lounges, and a few guitars signed by stars such as Peter Wolf, this is the fourth adult-oriented cantina location they've opened--first in the city of sin. A whole new way to experience the Taco Bell brand and lifestyle!

The Vegas store, like its forebears in Chicago, Austin, and San Francisco, aims to drive people inside by getting rid of the drive-thru and installing digital signage and a range of alcoholic slushie taps. Just your wildest late night dreams coming true. The menu will include shareable tapas-style nachos, quesadillas, and even chicken fingers. There's an exhibition kitchen where you can watch the chefs prepare your Nachos BellGrande and the retail store that sells branded shirts, bikinis, rings, and towels.

Taco Bell's Chief Marketing Officer Marisa Thalberg shares that this is a test run for the fast food chain to see what customers respond to. The goal is to get more diners in the restaurant rather than grabbing a bag to go. A successful run could result in big changes for the chain. Taco Bell is looking to open 2,000 new stores by 2022, all of which will adopt one of four new designs: California Sol, Modern Explorer, Heritage and Urban Edge. There’s also a new logo, the company’s first redesign in more than 20 years. Change could most definitely be a good thing for Taco Bell!

This is an interesting approach for the brand, and differs from other fast food chains, like McDonald's, whose current plan is centered more around its menu more than amenities and aesthetics. Time will tell which strategy pays off!  Next time your in Vegas be sure to stop by and devour the details of Taco Bell's new flagship destination!

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